Gartner Analyst Relations...

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September 17 and 18, 2009

GartnerAnalyst RelationsCommunity

Q3 Community Webinar

2© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.<docname>_<date>_<author>9/18/2009

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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.© 2009 Gartner, Inc. and/or its affiliates. All rights reserved.9/18/2009

September 17 and 18, 2009

GartnerAnalyst RelationsCommunity

Q3 Community Webinar


Our purpose: To foster information sharing and best practices with Analyst Relations professionals so clients and non-clients can interact more efficiently and effectively with Gartner.


Today’s Agenda• Welcome

- Jeff Golterman, group vice president and Gartner analyst relations community leader

• Gartner Symposium/ITXpo Themes, Agenda Preview and Maximizing Analyst Interactions for AR professionals

- Mike Anderson, Managing VP, Research Events- Sue Landry, VP and Distinguished Analyst

• Symposium/ITxpo Agenda Planning for High Tech Clients- Marisa Kopec, managing vice president, Gartner high tech and telecom programs

• Analyst Relations Forum Agenda at Gartner Symposium/ITxpo- Jeff Golterman

• New Research Method - Making the Fact Base Obvious: Evidence Side Bar- Mike Anderson, Managing VP, Research Events

• Escalation Process and Quote Policy Updates- Nancy Erskine, GVP and Ombudsman, Gartner, Inc.

• Q & A, Wrap-up


Symposium/ITxpo 2009Themes and Agenda Preview for AR

Presented by: Mike Anderson, Managing VP, Research

Events Susan Landry, VP and Distinguished

Analyst

© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.

7© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.<docname>_<date>_<author>

Today’s Topics

• Symposium themes and hot topics

• Agenda objectives and design

• Optimizing Analyst Interactions


Symposium Agenda Themes and Hot Topics• Overall theme: balancing cost, risk, growth

- Time horizon ranges from immediate imperatives, to longer-term emerging technologies and trends

• Topic Highlights:- Cost Optimization - Returning to Growth- Cloud Computing - IT Leadership- BI, Analytics, CPM - Social Networks- Pattern Based Strategy

• End-users’ Key Initiatives:- Resource- and time-intensive endeavors- Substantive investments often funded outside of operating budget- Career-defining, in response to business opportunity/threat- Examples: Virtualization, Modernization, Business Intelligence, VoIP and

Unified Communications, Risk & Compliance Management, Offshore Sourcing, PMO


Tracks organized by end-user roles• Role-oriented tracks • First session in each track is a role leadership

presentation• Topics within tracks deliver actionable advice for

IT Leaders- Technology, architecture, solutions- The Business of IT: governance, staff/skill,

organization, change management- Leading practices, case studies- Emerging trends and technologies


Agenda Design, Session Types• Keynotes• Gartner presentations (including “Mavericks”)• ITxpo Theatre: Magic Quadrants and Hype Cycle Reviews• Great Debate• Moderated End-user case studies• Open Research meeting• Gartner analyst panel or “town hall”• Vendor Challenge(s) panel• Attendee-driven Networking... Roundtables, Intersection "Debates"• Analyst-User Roundtables• Workshops

- Best practices, getting started, strategy and roadmaps, assessments


Super Sunday• Slate of 24 sessions focused on industries

- Banking & Investment Services - Insurance - Education - Energy & Utilities - Government - Healthcare Providers

• Popular Orientation session for new attendees• Vivek Kundra interview Sunday evening


Target AttendeesCIOs and their Leadership Teams - Corporate & divisional CIOs and their senior leadership teams responsible for creating and executing on their enterprise’s business technology strategy, including:- Applications leaders

- BI & EIM leaders

- Business process improvement leaders

- EA leaders

- I&O: Data center & IT operations leaders

- I&O: Networking, Wireless & Mobile leaders

- Program & portfolio management leaders

- Security & risk management leaders

- Sourcing & Vendor ManagementA

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Sourcing & Vendor Relationships

http://www.gartner.com/it/sym/2009/sym19/sym19.jsp


Short List for AR Professionals• Design center is CIO and leadership team

- Exclusive CIO program

- Individualized Role experiences

• End User Case Study sessions

• Contract Negotiation Clinics

• ITxpo Marketplace Theater – Magic Quadrants

• Team Send strategy

• More CIOs registered than attended in 2008

• Recommended Agenda for Technology & Service Providers


Tips to make the most of analyst interactionsUnderstand the realities of analysts’ life at symposium:

- Deliver 2-3 formal on-stage presentations or keynotes- Meet with end-users in back-to-back 30-minute 1:1s - Facilitate Workshops and Analyst User Roundtables- Tour ITxpo to meet with vendors they cover, and discover new solutions- Attend various networking events, meals with clients- Fulfill “day job” requirements (telephone inquiry with clients, write and review research, etc.)- Desire to have some face-to-face time with Gartner colleagues

DO:• keep interactions brief, content-light

and relationship-rich• draw relevance to that analysts’

published research (read in advance) and know what they’re presenting and when

• make it a 2-way conversation – good topics to ask:

- Analyst’s current research agenda, upcoming reports

- what they’re hearing from clients- what topics they expect to be high priority

for clients in 2010

DON’T:• wrangle a 1:1 to give a product or marketing

update- instead: tell the analyst you’ll schedule a VB

• corner an analyst in the hallway or after their presentation for more than 2 minutes

- Instead: ask about their schedule, interest and availability for subsequent conversation

• ask for a product opinion or strategy advice - instead: indicate interest in their advice, and intent to

schedule future inquiry on the phone • give analysts collateral or CDs

- instead: ask if they’d like for you to forward a soft copy


Symposium/ITxpo Agenda Planning for High Tech Providers

Presented by: Marisa Kopec, Managing VP, Gartner High

Tech and Telecoms Programs



High-Tech and Telecom

Understand Your BuyersHow will you have your finger on the pulse of the marketplace or knowwhat issues your technology buyers are focused on if you don’t attend?

Understand the IT MarketplaceHow will you ensure your go-to-market strategy is on target if you don’t knowwhere the market is headed?


Suggested Sessions for Business Leaders

Online Agenda Builder Go to Symposium web site on

gartner.com.

Select AGENDA tab

On right side of page, select promo box advertising the custom “Agenda Builder.”

Once in the Agenda Builder, select SESSIONS tab.

On the top of the listing is a pull-down list called VIEWS. Select “Vertical Industry List” from the VIEWS pull-down menu.

Click the link "Technology and Service Provider."

Send a request for the PDF to [email protected]

http://www.gartner.com/technology/symposium/2009/sym19/home.jsp

http://www.gartner.com/technology/symposium/2009/sym19/agenda.jsp

http://agendabuilder.gartner.com/sym19/webpages/Home.aspx

http://agendabuilder.gartner.com/sym19/webpages/sessionlist.aspx

http://agendabuilder.gartner.com/sym19/webpages/BrowseByVerticalIndustry.aspx



http://agendabuilder.gartner.com/sym19/webpages/SessionList.aspx?VerticalIndustry=61

http://agendabuilder.gartner.com/sym19/webpages/SessionList.aspx?VerticalIndustry=61


Analyst Relations Forum at Symposium/ITxpo

Presented by: Jeff Golterman, GVP Gartner High Tech

and Telecoms Programs & Gartner AR Community Lead



2009 Analyst Relations Forum• October 20, Orlando,

November 3, Cannes, and xxx, Sydney

• Q&A with Gartner Executives

• Insights on Analyst Relations from Hill & Knowlton

• CIO Panel – “How Gartner clients utilize Gartner Analysts in their Decision Making”

• Peer Networking Cocktail Reception

• To Register:

http://www.gartnerinfo.com/arforum09/




Making The Fact Base Obvious:Evidence Side-bar

Presented by: Mike Anderson, Managing VP, Research

Events



What Is The Evidence Side-bar?• A description of the evidence behind the written research

• Positioned on the front page of each document

Included in the side-bar:Notes

• Additional information or commentary

• A Description of models used

• Criteria for inclusion of vendors or technology

• Include forecast assumptions

Methodology• A high level view of the

methodology

…OR…

• A link to Methodology Document

…OR…

• A pointer to the Methodology Statement

Source• Primary research, e.g.

“Gartner Survey”

• Secondary research

• Reference to another Gartner note, etc – with appropriate details


Typical Side-bar Content by Research Type

Research Type: Evidence Side-bar to Include:Best Practice Notes

Critical Capabilities Methodology

Hype Cycle Source, Methodology

Magic Quadrant (MQ) Methodology, Source, Notes (Optional)

Market Notes, Source

MarketScope Methodology, Source, Notes (Optional)

Strategic Planning Assumption (SPA) Notes

Tactical Guideline Notes

Technology Source, Methodology, Notes

Technology Overview Notes

Vendor Focus Methodology, Source

Vendor Ratings Methodology, Source

SWOT Methodology, Source

Maturity Assessments Methodology


Repeat of Methodology statement from document

The information presented in this report was compiled from a Gartner survey of 108 users of storage services conducted in August and September 2008. Survey participants were screened to ensure:

Respondent companies have paid outside companies to provide services related to their storage assets.

Respondents were knowledgeable regarding the storage services that their organization received from outside companies.

…

…

Evidence base:Survey methodology




Escalation Process and Quote Policy Updates

Presented by: Nancy Erskine, GVP and Ombudsman

Gartner, Inc.



What you told us

• Escalation issues:- You don’t quite understand the ombudsman’s role and when you should escalate

an issue to us

- You’re not quite sure of the front-to-back escalation process, and you don’t think we communicate current status of issues enough along the way – so you’re not quite sure what to expect

- Once an issue is “closed,” we don’t always let you know how it turned out or planned next steps

• Quote requests:- You think it takes too long to get a quote request approved and that the rules are

hard to follow

- You’re frustrated that you can’t quote published content that “names names” (that is, analyzes vendors or products)

Source: 2008 Ombudsman Perception Audit, 2009 Analyst Relations Survey


What we’ve done: Updated Vendor Research Escalation Process

Improved clarity on:• How and when to

initiate each step

• Turn-around times for activities

• What to expect at each stage

• Who can put a “hold”on a research document and why

• Escalation Best Practices


Escalation Best Practices

• Leave the emotion at home

• Prepare a compelling case

• Be willing to accept a difference of opinion

• If you are a Gartner client, remember that your client status has no bearing on research processes or positions

Follow these tips for a productive, impartial, fair experience:


Where we’re headed: Quote Requests

• Last year we started allowing quotes for limited-distribution documents without requesting approval; we are looking at how to expand this

• We’re considering conditional pre-approval for quotes from documents such as Magic Quadrants and Hype Cycles – before the documents are published

• Again we’re weighing the value/risk of allowing quotes related to specific products and vendors; it’s hard to draw the line in the right place


Analyst Relations Community Upcoming Events



Upcoming AR Community Events• Newsletter – arrives Next week – key highlights:

- CMO Interview – Heidi Melin, CMO of Polycom shares her perspectives on “The CMO and Analyst Relations”

- “ Gartner Research Update“ from Peter Sondergaard - Perspectives on Symposium/ITxpo and an announcement of a new research method called “Pattern Based Strategy“

- “Inquiry Trends Update” and further details on the “Evidence Sidebar” – Jenni Lehman

- Nancy Erskine – “Introducing the Revised Gartner Research Issue Escalation Process”

- Michael Yoo – “Process and Policies Behind Gartner Analyst Surveys”- James Stanton – “James Corner” highlights how AR professionals are getting

benefit from Gartner Search Analytics- New Analyst Arrivals

• Next AR Forums – See in Orlando, Cannes and Sydney• Next Webinar – Q4 – Early December

- Theme: 2010 Research Agendas and Directions including Gartner Predicts


Thank You!

For Follow Up Assistance:

E-mail us at: arcommunity @gartner.com

Visit AR Community Website at:


http://www.gartner.com/it/about/analyst_relations.jsp

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